Unfortunately this is largely the case. It's in many ways similar to why many on HN don't want to do Java enterprise LOB apps. It seems like painful drudge work. For a lot of really smart people who did their PhD -- the work it takes to build a production web app is painful drudge work. They'll happily build the prototype that proves the concept and their done. Everything else is a painful drudge work -- a solved problem ("I can reduce what's left to what Facebook did. QED.")